So What is Screening Room? And What Does it Mean for Movie Theatres?
A few days ago we reported that Christopher Nolan has come out against the controversial Screening Room program, which is seeing something of a divide in the filmmaking fraternity.
But what is it? Essentially, Napster founder Sean Parker has come out with a new film distribution model proposing same-day home and theatrical releases for debuting films. If this model becomes the new norm, then we're looking at a brave new world in film distribution.
TheWrap has received a report from a source close to the project claiming the new method will actually help, not hinder, theatres due to pricing breakdown. $50 rentals for a given movie (that lasts for a 48-hour stretch) will include two tickets to see the film in theatres, with a $20 kickback.
Upfront, the hardware will cost $150. $50 may seem like a lot to put down for a film, but for families or shared households, this does not change or increase depending on the number of viewers, as opposed to buying movie tickets upwards of $20 or more per person at the local cinema.
The explanation for how theatres can also benefit from the new system is as follows: "We're trying to piggyback on theatrical. The theatrical window has not evolved into the way that life is today. You're spending a lot of marketing right away, and accessing a lot of revenue much later. So can we get the slice bigger immediately in response to the huge marketing spends that are going on, with movie stars travelling all over the world? Can we make the event bigger?"
By the sounds of it, the method intends to put a dent in piracy more-so than help fill seats at the theatre.
The fear among some in the industry is that this could start a downward spiral that leads to the end of theatrical distribution. In a digital age that's only getting more reliant on digital methods, it's a valid concern. While services like Netflix and Hulu have proven that there is an enormous market for in-home streaming services, is there a line that needs to be drawn? Or does technology continue to develop despite the deadly impact it might have on traditional avenues for experiencing great storytelling?
Source: Cinemablend
